LATEST THINKING

TRAVELERS HAVE SPOKEN

Accenture’s latest research shows travelers expect more from travel brands. We looked at personalized marketing from the world’s leading companies to assess the impact on consumer perception and experience.

THE EXPECTATION:

travelers want companies to personalize their communications, and use previous travel information to help them make better travel decisions.

MIND THE GAP:

Many travel brands are not delivering the deep, authentic and personal connections travelers want.

THE REALITY:

believe communications they receive from travel brands are good, and feel travel companies know and understand them as customers.

BREADTH AND DEPTH: OUR METHODOLOGY

CONSUMER PERCEPTION SURVEY

We interviewed 2,300 people across the US and UK using 7 key questions to analyze content relevance, marketing channel and conversion tactics.

DIGITAL CAPABILITY AUDIT

We carried out an "outside in" audit of brands’ digital personalization capabilities, assessing 65 data points for each brand.

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